The more expensive and more complicated the product or service is the longer the sales page in general is. Opt in pages or a sales page for a short ebook and a very engaged audience can be shorter.

Regards,Erno

http://ernohannink.com

It does seem that there is a wide variation. I don’t like the long landing page for a product/service where you have to weed through a lot of chatter to even find the price… but maybe it works. 

I’d love to hear what others have experienced on this.

Multiple Variant landing pages are very important for testing the effectiveness of your page design, click-thru rate, conversions, etc. I think that setting up multiple landing pages are important for goals, reducing the steps in your conversion funnel, and for adding a fresh page to your site to be crawled. Setting up funnel steps on tracking software, Apps, or websites make it easy to see if your page is working, needs to be re-designed or eradicated all together. I think designing landing pages are fun, increases your creativity, and freshens up your web pages. I like to sketch landing pages in a Quad Ruled Dual-Pad with the most important stuff above the fold. Keep in mind that this is different for you industry or niche type. I would love to see some landing pages whenever anyone designs one.

Miss Frugal Diva

http://www.frugaldivadesignz.com

@samscholfield

Hey Sam,

Great question.  You may have noticed that when we do a webinar, our landing pages are rather short.  That is because the barrier to entry is also very low (free).

When we are selling a ticket to a summit (typically $297) we need to provide a lot more detail to help assist in the buying decision.

I am writer by trade.  I used to be a copywriter (short copy) and also a white paper writer (long form copy).  So the medium also comes into play here as well.

However, having tested this extensively, for paid products long form copy ALWAYS out performs short copy.  The key is to have lot’s of breaks and subheads so folks can easily skip to the next section visually.  In addition, augmenting your copy with video is also helpful.

Here is some helpful reading: http://www.marketingexperiments.com/improving-website-conversion/landing-page-assessment.html

@samscholfield

Both.  Hire a writer and do a video

@mike-stelzner @samscholfield

Awesome report, Mike! So glad Sam asked this question. I was sitting down with a Landing Page I had trashed last night… trying to think outside the box… when I obviously needed to think inside the box and throw the distracting junk out!

Very timely… I’ll be printing this one out.

Robin Carlisle